Brief for the 2010 Global Studio: Entertainment on the Go project prepared by Sung-Gul Hwang, Creative Director, Seoul CXD/MDB Motorola Korea

1. Global
Topic
Gaming
&
Entertainment
On-­‐the-­‐go
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola

2. Is
Remote
|
Mobile
|
For
a
quick
break
Is
NOT
StaJonary
|
Serious
|
Time-­‐consuming
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola

3. Target
lifestyle
1
Business
people
traveling,
relieving
stress,
or
on
standby
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola

4. Target
lifestyle
2
Teenagers
taking
a
break
or
ad-­‐hoc
social
networking
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola

5. Process
Guide
1
Literature
research
–
broad
scope
2
Rapid
field
research
–
regional
focus
3
Opportunity
brief
–
for
selecJve
target
(exchange
briefs
for
client
role
play)
4
Value
proposiJon
&
concepts
5
VerificaJon
prototyping
/
simulaJon
6
Final
concept
storytelling
–
1~2
minute
video
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola

6. Expected
Accomplishments
Experience
global
collaboraJon
Realize
cultural
interpretaJon
&
difference
Share
diverse
approach
&
methodology
Hongik
.
Korea
|
Northumbria
.
UK
|
Ohio
State
.
USA
+
CXD
.
Motorola